A data profile of the people who buy, follow and care about WhatsApp in Brazil — modelled from more than twelve digital signal sources. WhatsApp has an estimated audience of 28,365,556 people in Brazil.
The average WhatsApp fan in Brazil is 40.3 years old, more female, and lives primarily in São Paulo.
The audience is concentrated in São Paulo, Minas Gerais, Rio Grande do Sul.
Top brand affinities include Instant messaging, Videotelephony, Voice over IP, with strongest over-indexing on Instant messaging (1.82× the country average).
Demographically, the WhatsApp audience skews more female with an average age of 40.3, and over-indexes on personality traits such as Price Sensitivity, Creativity.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 27 regions tracked by Rascasse.
The typical WhatsApp fan in Brazil is more female, around 40.3 years old, with strong Price Sensitivity tendencies and a notable affinity for Instant messaging.
The key figures that characterise the WhatsApp profile in Brazil.
60.3% are female, 39.7% are male, average age 40.3.
| Metric | Value |
|---|---|
| Female | 60.3% |
| Male | 39.7% |
| Average age | 40.3 |
| Estimated audience size | 28,365,556 |
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 17% | |
| 20-29 | 19% | |
| 30-39 | 20% | |
| 40-49 | 22% | |
| 50+ | 22% |
of the worldwide WhatsApp audience comes from Brazil.
| Country | Share |
|---|---|
| China | 7.5% |
| United States | 4.2% |
| Brazil | 4.0% |
Where the WhatsApp audience in Brazil is strongest.
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Mato Grosso | ~700K | 1.31× | |
| 02 | Tocantins | ~200K | 1.29× | |
| 03 | Rio Grande do Sul | ~2M | 1.28× | |
| 04 | Rondônia | ~300K | 1.26× | |
| 05 | Mato Grosso do Sul | ~500K | 1.23× | |
| 06 | Santa Catarina | ~1.5M | 1.22× | |
| 07 | Paraná | ~2M | 1.20× | |
| 08 | Acre | ~100K | 1.11× | |
| 09 | Roraima | ~90K | 1.11× | |
| 10 | Goiás | ~1M | 1.03× | |
| 11 | Minas Gerais | ~3M | 1.01× | |
| 12 | Espírito Santo | ~600K | 1.01× | |
| 13 | Federal District | ~500K | 0.97× | |
| 14 | São Paulo | ~7M | 0.95× | |
| 15 | Piauí | ~400K | 0.92× | |
| 16 | Amapá | ~90K | 0.92× | |
| 17 | Maranhão | ~600K | 0.91× | |
| 18 | Rio Grande do Norte | ~400K | 0.91× | |
| 19 | Sergipe | ~300K | 0.90× | |
| 20 | Alagoas | ~400K | 0.87× | |
| 21 | Pará | ~800K | 0.86× | |
| 22 | Ceará | ~1M | 0.85× | |
| 23 | Pernambuco | ~1M | 0.83× | |
| 24 | Paraíba | ~500K | 0.83× | |
| 25 | Amazonas | ~400K | 0.83× | |
| 26 | Bahia | ~1.5M | 0.76× | |
| 27 | Rio de Janeiro | ~1.5M | 0.63× |
The strongest cross-interests of the WhatsApp audience — brands, topics and people combined.
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | stay at home mom | Kids & Family | 2.19× | ||
| 02 | OmeTV | Internet & Social Media | 2.13× | ||
| 03 | Chat room | Internet & Social Media | 2.13× | ||
| 04 | Bandung | Travel & Leisure | 1.92× | ||
| 05 | Erlang (programming language) | Technology & Electronics | 1.85× | ||
| 06 | Instant messaging | Internet & Social Media | 1.82× | ||
| 07 | Voice over IP | Technology & Electronics | 1.82× | ||
| 08 | Jakarta | Travel & Leisure | 1.80× | ||
| 09 | Videotelephony | Technology & Electronics | 1.79× | ||
| 10 | Pristina | Travel & Leisure | 1.74× | ||
| 11 | Kebaya | Fashion & Accessoires | 1.66× | ||
| 12 | Milo Ventimiglia | Movies & TV | 1.59× | ||
| 13 | ITV (TV channel) | Movies & TV | 1.57× | ||
| 14 | Baby Boy (film) | Movies & TV | 1.57× | ||
| 15 | Martini (vermouth) | Food & Beverages | 1.55× | ||
| 16 | Girlfriends | Movies & TV | 1.55× | ||
| 17 | Hyuna | Music & Radio | 1.55× | ||
| 18 | Cummins | Business & Career | 1.54× | ||
| 19 | Firefox | Internet & Social Media | 1.52× | ||
| 20 | Rexona | Beauty & Wellness | 1.52× |
Values above 1.00× are above the country average, values below 1.00× below it.
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Price Sensitivity | PREMIUM | 1.09× | |
| Creativity | OPEN | 1.07× | |
| Social Media Usage | JOY | 1.02× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Early Adopter Mentality | POWER | 0.71× | |
| Travelling | THRILL | 0.78× | |
| Sustainability | BALANCE | 0.82× |
WhatsApp has an estimated audience of 28,365,556 people in Brazil, concentrated in São Paulo and Minas Gerais.
60.3% of WhatsApp fans are female, 39.7% are male, with an average age of 40.3 years.
WhatsApp fans show strongest brand affinity for Instant messaging (1.82×), Videotelephony (1.79×), and Voice over IP (1.82×) over the country average.
WhatsApp fans in Brazil are most concentrated in São Paulo (reach ~7M), Minas Gerais (reach ~3M), and Rio Grande do Sul (reach ~2M). These three regions account for the largest share of the active audience.
Beyond WhatsApp itself, the audience over-indexes on Videotelephony (1.79×), Voice over IP (1.82×), Erlang (programming language) (1.85×), and OmeTV (2.13×) compared to the Brazil average.
Related profiles, rankings and the same audience in other markets.
Audience size is the estimated number of people in Brazil who actively search for WhatsApp. Affinity is an over-index ratio: 2.0× means the audience is twice as likely to engage with that brand or trait as the country average. Reach is the estimated number of audience members in a region. Regional and brand-affinity tables are sorted from strongest signal to weakest.
This audience profile is generated by Rascasse from anonymized search-behavior signals across Brazil. For methodology see methodology. Affinity values are over-index ratios vs. the country average (1.0 = baseline). Audience sizes are estimated, not measured.
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